The ability to live and work from anywhere has freed many people to pursue life away from big cities…but they can only work if the internet does. That’s why Kinetic by Windstream has partnered with creative agency Barkley to create a campaign around reliable, high-speed internet in the primarily rural areas, to ‘leave no town behind.’
The campaign is the first work to emerge since Barkley was named agency of record for Kinetic, a business unit of Windstream Holdings that delivers premium broadband, entertainment and security services through an enhanced fibre network to consumers and businesses primarily in rural areas in 18 states — a niche mostly ignored by larger Internet providers. In addition to creative, Barkley is also managing research, strategy, design, paid media, PR and measurement.
‘Left Behind’ speaks to small-town and rural dwellers paying too much for not under-connected Internet, “Because ‘inter-not’ companies left your town behind, drove right on by, didn’t even honk,” says a feisty voiceover. “We leave no town behind.”
The graphics-based spots, scored to a track Mr Suit by seminal post-punk band Wire, are intended to be a sort of protest video for people who feel left behind. “Every day, our team powers the big ambitions of those who choose to live in any size town they call home,” said Jeff Auman, executive vice president for Kinetic sales and marketing. “We are taking a stand for these people and their aspirations—it’s a declaration to serve our residential and business customers and communities better than anyone.”
In addition to the online videos, Kinetic is proving its commitment and genuine connection to these small towns with local actions that include technology grants to local non-profits. Kinetic is also collaborating with local artists to create large-scale exterior murals that depict what makes these rural towns and regions so unique and special. Many of these custom art installations include the phrase ‘Proud to be From Here’ to make a powerful statement.